Maisonette Launches Neon Rebels: A New Online Haven for Tweens

A fresh online shopping destination has emerged for tweens, an age group often overlooked in the fashion market. Maisonette, known for its specialty in children's fashion and home decor, is introducing Neon Rebels, a platform tailored to the unique tastes and needs of those aged 8 to 12.

Founded by Sylvana Ward Durrett and her co-founder, both former Vogue professionals and mothers, Maisonette aims to bridge the gap for this in-between demographic. With the launch of Neon Rebels, the site will feature over 100 brands offering everything from clothing and shoes to electronics and skincare, all curated with the tween experience in mind.

“We tapped directly into our own memories to capture that magic and wonder of flipping through magazines and catalogs in the ’90s,” said Durrett. The goal is to create a space where both tweens and their parents feel represented and inspired, ensuring that each product enhances self-expression and suits sensitive skin, as seen with brands like Pipa Skincare and Yes Day.

With about 20 million tweens in the U.S. influenced by platforms like TikTok, Maisonette recognizes a significant market opportunity. “Tweens have become one of our fastest-growing segments,” stated AJ Nicholas, the company's President. “Neon Rebels is our answer to a clear gap in the market, allowing us to grow alongside Millennial parents entering a new chapter of parenthood.”

Source: wwd.com